Krupno project summary: ready-cooked porridge rebranding with Nesting doll illustrations, made with unique color codes and patterns.
According to the competitive landscape assessment it is clear, that current market players are mainly using the same visual package patterns as fields of wheat, nature, and other typical category signs.
Therefore, the decision was taken to avoid the same approach and create a brand with the unique concept and strong visual patterns. Key aim was to get the idea of naturalness and consumer utility that there are lots of microelements inside of every corn. We are proposing to use the metaphor of Russian nesting doll which is very popular not only in Russia but noted throughout the world. Russian nesting doll is the symbol of mother-hood, family and fertility. It is expressing brand philosophy – more benefits inside of every corn, as well as the nesting doll consist of small nesting dolls inside it.Russian nesting doll is the human touch itself and is always handmade. Nesting doll illustrations are made in modern and concise way, helping to deliver traditionalism and brand up-to-dateness. New product design looks fresh, unique and positive, easy-to-find on shelf. Every Russian nesting doll has its own color code and unique pattern, representing a corn.
Brand identity is good delivered, creating a strong emotional connection with the consumers. As the result that has helped the company to list the product to the biggest retails and increase sales. Further plan is to launch a new category (flour) under the same brand.
CREDIT
- Agency/Creative: Supermarket Branding Agency
- Article Title: Supermarket Branding Agency Rebranded Krupno Ready-Cooked Porridge
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Moscow
- Market Region: Europe
- Project Deliverables: 2D Design, 3D Design, Brand Design, Brand Strategy, Branding, Character Design, Illustration, Logo Design, Motion Graphics, Visual Effects
- Format: Box
- Substrate: Pulp Carton
- Industry: Food/Beverage
- Keywords: branding packaging Krupno
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Credits:
Art Director: Konovalove Denis
Creative Director: Vagina Ann
Account Manager: Markova Kseniya
Designer: Lazareva Valentina
Designer: Kovalenko Maxim
Account Director: Vagin Alexander
